What keywords are driving your Goal Completions?

What keywords are driving your Goal Completions?

Your site has been catalogued by search engines for its keywords and visitors come to your site based on a link to one of your pages. Google Analytics will log the keywords that were in effect at the time of the first click.

These visitors were looking for something. It’s helpful to know if they converted one of your Goals.

Because they converted, it means their keywords were more useful to you than a visitor who bounced on the first page without converting.

These are the more important keywords. You can study them to watch for emerging trends and to see if the marketing of your known keywords is working. It can be broken down into this list:

  • Expected Keywords. This tells you that your marketing is working.
  • Unexpected keywords. These tell you about opportunities, or that your marketing of expected keywords isn’t ranking compared to unexpected ones.
  • Expected keywords but low in conversions. Something’s wrong with your content, perhaps.

The reports you get from Google Analytics give you an instant in time. What you really need is a a trend of all the keywords that convert over the course of time. The following worksheet gives you that.

Once you have the information, you can improve how you market your known keywords. This could be organic SEO or paid keyword oriented advertising.

If you discover emerging keywords, then that’s an opportunity for new business. Or, it means your known keywords aren’t converting very well.

google-analytics-organic-keywords-completions-worksheet-view

Building a keywords Query in NEXT Analytics

Open Excel and create a new Workbook and worksheet.

Copy then paste the following into a worksheet and rename it keyword_actions.

Then click the Data Refresh button.
Prompt,add,

[GOOGLE_ID],
Prompt,add,[GA_PROFILE_ID],
Prompt,add,[GA_SEGMENT],&segment=gaid::-1
prompt,add,[PERIOD],LastCalendar 1 Years
Prompt,add,[MAX_RESULTS],&max-results=1000000
Prompt,add,[GA_DIMENSIONS],"&dimensions=ga:keyword,ga:yearMonth"
Prompt,add,[GA_METRICS],&metrics=ga:goal1Completions
Prompt,add,[GA_SORT],
Prompt,add,[GA_FILTER],
GetGoogleAnalyticsData[GOOGLE_ID],,,[GA_PROFILE_ID],[PERIOD],GoogleData.csv,"[GA_SEGMENT][MAX_RESULTS][GA_DIMENSIONS][GA_METRICS][GA_SORT][GA_FILTER]"
prompt,add,[GA_FIX_DICTIONARY_FULL_FILE_NAMES],""
prompt,add,[GA_COLUMN_AXIS_INDEX],1
prompt,add,[GA_ROW_AXIS_CAPTIONS],Traffic Referral Path
prompt,add,[GA_ROW_AXIS_INDEXES],0
prompt,add,[GA_METRIC_INDEX],2
prompt,add,[GA_METRIC_AGGREGATION],Sum
prompt,add,[PIVOT_TAB_OUTGOING_DATE_FORMAT],yyyy-MM-dd
prompt,add,[PIVOT_TAB_INCOMING_DATE_FORMAT],yyyy-MM-dd
crosstab,GoogleData.csv,[GA_FIX_DICTIONARY_FULL_FILE_NAMES],utf-8,en-US,True,[GA_COLUMN_AXIS_INDEX],[GA_ROW_AXIS_CAPTIONS],[GA_ROW_AXIS_INDEXES],[GA_METRIC_INDEX],[GA_METRIC_AGGREGATION],,0,1,,
Sort,last,descending
prompt,add,[DATA_SHEET_NAME],referralPath
prompt,add,[TOP_ROW],1
prompt,add,[TOP_LEFT],1
prompt,add,[BOTTOM_ROW],-1
prompt,add,[BOTTOM_RIGHT],-1
SaveInWorksheet2,current,[DATA_SHEET_NAME],Overwrite,invisible,[TOP_ROW],[TOP_LEFT],unformatted,[BOTTOM_ROW],[BOTTOM_RIGHT]

 

Customize this script

You just pasted text into a workbook. You can easily modify it to suit your specific needs.

This example script will fetch data for the last year. This may not what you want. You can change the [PERIOD] to other time periods such as Past 3 months, for example.

You can, for example, pick a different profile ID, just by putting it’s profile number after the last comma on [GA_PROFILE_ID].

You can choose different metrics by modifying the line that has [GA_METRICS]. The list of metrics is available here: https://developers.google.com/analytics/devguides/reporting/core/dimsmets

You can also choose a different dimension by modifying the line that has [GA_DIMENSIONS].

If you wish to add more than one dimnension, it’s more involved but still quite possible. You would need to do the following steps:
1. Modify the [GA_DIMENSIONS] insert the extra dimension, in front of the year Month, e.g. ga:userType

2. [GA_ROWS_AXIS_INDEXES] must have a second value for the userType. Change it to 0,1

3. Change [GA_METRIC_INDEX] to 3.

4. CHANGE [GA_COLUMN_AXIS_INDEX] to 2.

If you need any help with this, feel free to post questions in the Forum of our Support page.

2017-02-12T13:06:00-04:00